Seasoned professionals in the arena of online marketing know it’s clever to use keywords that target potential customers who are “late” in the buying cycle. So, how do you find out what these keywords are? …and why are they so important?
In professional terms, what we are talking about here is the concept of targeting so-called “long tail keywords”. Long tail keywords are search phrases with longer word counts. Their length makes them more specific than searches with fewer words.
Highly specific phrases make up the vast majority of Internet search volume. This means only focusing on highly popular search terms is a missed opportunity.
If you want to improve your online lead generation, it’s time to start using Local Long Tail Search Marketing.
Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy.
Most long-tail keywords have lower search volume than short tail keywords. They’re a little bit counter-intuitive, at first, but they can be incredibly valuable if you know how to use them.
In virtually every case, such very specific searches are far more likely to convert to sales than general generic searches that tend to be geared more toward the type of research that consumers typically do prior to making a buying decision.
Take this example: if you’re a company that provides roofing services, chances are your website pages are never going to appear near the top of an organic search for the terms “roofer” or “roofing” because there’s simply too much competition (this is particularly true if you’re a smaller company or a startup). But if you specialize in, say, Cedar Roofing, then keywords like “Best Cedar Roof Installation in {city}”, Experienced Cedar Shake Roofing Repair {city}” or “Affordable Cedar Roofing Maintenance {city}” are going to reliably find those consumers looking for exactly that service.
With shorter, more “generic” keywords, competition for rankings can be fierce, traffic can be inconsistent and ROI can be extremely poor. With smart implementation of long-tail keywords, you may pull in less traffic, going purely by numbers, but the return on your investment will be proportionally much higher: you’ll be attracting exactly the audience you’re looking for, and that audience will be far closer to point-of-purchase than that of your less-savvy competitors.
Using long-tail keyword variations in your marketing campaigns is a win-win: better search rankings, more qualified search traffic, and lower costs per lead.
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